AMC Theatres Launches $20/Month Subscription

The New York Post reports:

AMC Theatres, the world’s largest movie theater chain, has unveiled a $20-a-month subscription service to rival the flagging MoviePass.

The theater chain on Wednesday announced a new service to its loyalty program, AMC Stubs, allowing subscribers to see up to three movies a week for a monthly fee of $19.95. That’s more expensive than the $9.95 monthly fee for MoviePass, but AMC’s plan gives access to premium format screenings like IMAX and 3-D.

The new subscription model is the latest salvo — and first major one from a top theater chain — in a heated battle for what the movie business most craves: frequent moviegoers.

CNN Money reports:

AMC said it will continue to accept MoviePass at all of its locations. MoviePass has made headlines in the last year for disrupting the movie theater experience at a time of uneven attendance at movie theaters.

The service has bumped heads with traditional theaters, including AMC, which at one point even pulled its program from certain locations. CNNMoney reported in May that MoviePass’ parent company, Helios and Matheson Analytics, burns through approximately $21.7 million each month to keep MoviePass in operation.